Bubble Skincare has its first global brand ambassador.

Actress Leighton Meester has taken on the role and is fronting a new campaign for Bubble. That 360-degree campaign, called “Radical Joy,” is also a brand first.

Though the brand, which has steadily built out global distribution, social media prowess and its product suite across skin care, is one of beauty’s hottest today, Meester said the decision to work with them was much more personal than that.

“Their company mission is beyond the product itself. There are a lot of products out there that you can try to find that maybe work or don’t, but they’re bringing a joyful, loving and inclusive approach to different ages and skin types,” Meester said. “The team and the people who are creating and formulating the products — their heart is in it.”

Meester had encountered the brand before, having tried the lip serums and knowing makeup artists who trusted the formulas.

“The packaging is also very attractive to me. It’s fun, cozy, colorful and they’re very effective products,” she said, highlighting the brand’s Plus One SPF, Soft Launch cleanser and Cosmic Silk toner as favorites.

“My skin is sensitive, so I need to be careful about what I do and how I switch it up,” Meester continued. “It’s evolved to where I’m very caring, gentle and kind to myself both inside and out.”

For Bubble, Meester’s cross-generational appeal made her an obvious choice, said Shai Eisenman, the founder and chief executive officer. “She has as many people who loved her 20 years ago as that love her today,” Eisenman said. “We also still hear from our community their favorite show to rewatch is ‘Gossip Girl.’ We felt she’s, on the one hand, so kind and lovely, but at the same time, is a fashion icon and has great taste.”

It was time for the brand to find new pillars of growth, Eisenman said. “We’ve had such an amazing few years of organic growth, but it was built on social presence, our community and our ambassador program. We felt now was the time to tell the story from our angle and our side, and be able to give that to the community,” Eisenman said. “This is a story about who we are and why we exist. People think of the brand as youthful because of the packaging, but we want to tell the story of joy.”

Eisenman, who was one of the first founders to tap into Gen Z as a beauty consumer, also sees opportunity to broaden the brand’s appeal. “The oldest Gen Zers are turning 30 this year,” she said. “We’re growing with our community and also appealing to a broader range. People see us on social media, but the appeal is to all ages in-store. We want people to understand that fun packaging doesn’t mean our formulations aren’t clinical, or going to deliver the best results.”